As a digital community butterfly, I subconciously am always looking at, reviewing and judging the social media efforts of brands small to large. Not because I want to be judgmental, but because it has become as natural to me as breathing really, and helps in strategically approaching the digital efforts of our brand partners. Also second nature to me is shopping (shocker I know). So when social media elevates the efforts of some of my favorite fashion brands and stores, you can imagine my excitement. Enter laurenly clothing boutique.
I am literally obsessed with laurenly boutique in Orange County for a few reasons. The first being that they have tremendous buyers and stock their quaint little shop with unique, ahead of the trend and reasonably priced threads. The second being that I can stalk all of their new styles on Facebook and Instagram, so much so that I will drive to Orange County by way of San Diego to get my hands on their latest shipment. I recently caught up with store owner Lauren Miller to discuss their social media efforts and to all you marketing folks, assess what the ROI on the store efforts truly were. From the outside looking in, I already knew it was great.
Laurenly Windows (They kill it in merchandising as well!)
How does social media such as your wicked Facebook and Instagram channels help your boutique?
OUR SOCIAL MEDIA HAS HELPED TO REACH A LARGER AUDIENCE AND BRING ATTENTION TO THE TYPE OF MERCHANDISE WE OFFER. IT ALLOWS US TO PROMOTE NEW ITEMS, AND SHOWCASE HOW TO PUT TOGETHER LOOKS, ETC. IT HAS ALSO ALLOWED US TO GIVE AN INSIGHT INTO SOME OF OUR PERSONAL LIFE, THAT I FEEL PEOPLE REALLY LIKE RELATING TO (I.E. ALL OF THE REALITY TV SHOWS THAT ARE SO POPULAR NOW).
A photo from laurenly's Instagram account. Please note: This photo is enough to drive me into the store.
Can you attribute any of it to stronger sales or spikes in foot traffic?
WE HAVE DEFINITELY GOTTEN A LARGE RESPONSE AND HEAR A LOT OF CUSTOMERS COME IN THAT MENTION THEY SAW CUTE THINGS ON FACEBOOK.
What are your thoughts on Twitter?
I THINK TWITTER IS ALSO A VERY STRONG SOCIAL MEDIA TOOL- WE ARE ON TWITTER BUT DON'T FOCUS A TON OF ENERGY INTO THAT AREA. I THINK WE COULD AND SHOULD START UTILIZING THAT TOOL MORE FREQUENTLY.
How many people help with social media on your team? Is there one person who acts as the social media maven?
I RUN ALL SOCIAL MEDIA, I HAVE HELP FROM MY BEAUTIFUL MODELS :)
What is one piece of advice you would share with a small store or brand?
KNOW YOUR CUSTOMER. FACEBOOK, INSTAGRAM, AND TWITTER ARE ALL GREAT TOOLS IF THAT IS YOUR TARGET CUSTOMER. EACH ONE HAS DIFFERENT PURPOSES AND CAN BE UTILIZED IN SEPARATE WAYS. I THINK IT'S IMPORTANT TO KNOW IF YOUR CUSTOMER USES SOCIAL MEDIA AND IF YES, HOW SO, AND WHICH ONE(S).
Lauren is not concerned with equating direct sales with every photo she takes on Instagram and then shares on Facebook, she inherently knows it is worth her time. She is providing so much value to her fans by showing them how to style various outfits, and whether they walk through to the door to buy that exact outfit simply does not matter. She is building brand awareness and more importantly loyalty that is truly priceless, she will surely see her Return on Influence in the long run. She sure has my loyalty two hours away.